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The cover of of the book is usually the first element the reader encounters...it sets the his/her frame of mind based on the images and structure of the composition (sharp, jagged letters pointing into things means it's probably a thriller where curvy and flowing letters means romance). A lot of it is subconscious and has become clichéd over that years (you can spot a bodice-buster at 50 paces, admit it!). Covers are important for setting mood and helping to lead the reader into the right tone of the book...so I think it's good to judge a book by it's cover in those terms.
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